Choice Hotels launches Ascend Hotel Collection in the UK
Choice Hotels has launched its Ascend Hotel Collection brand in the UK with the signing of The Edinburgh Collection’s Channings and The Howard hotels.
The 18 bedroom Howard Hotel and the 41 bedroom Channings Hotel have become part of Choice’s boutique brand under a franchise agreement with Choice Hotels Europe with immediate effect but will continue to be owned and operated by The Edinburgh Collection.
Mark Pearce, senior vice president international division for Choice Hotels said the move gave his company the opportunity to move into a market segment it hadn’t yet operated in within the UK. Historically, Choice Hotels has been represented by budget and mid-market brands Comfort, Quality and Clarion.
Mark Pearce comments, “The launch of the Ascend Hotel Collection in the UK is part of our strategy to continue diversifying our portfolio and provide the UK with a new upscale hotel offering. These two Edinburgh properties, which perfectly fit the Ascend Hotel Collection portfolio, give us a critical foothold in the UK that will support the accelerated rollout of the Ascend Hotel Collection in the UK and across Europe.”
Ascend Collection launched in the US in 2008 and now has 148 hotels across the world including hotels in New York, Sydney, Stockholm and Dublin. Its members are distinctive, independent hotels located in prime business or leisure travel destinations.
Pearce said there was the opportunity to have up to 10 hotels in the UK within the Ascend Collection over the next three years.